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Sep 7, 2022
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The AW22 luxury campaigns to know

Translated by
Sep 7, 2022

They say that times of crisis feed creativity. There is no doubt that the latest fashion campaigns have not given in to the prevailing gloom and have revealed universes that are sometimes abundant, rich in references, or downright arid, reminding us of the very dry summer we have just been through.

Whether it's Gucci, Balenciaga, Burberry, Etro or Jiyong Kim, these trendsetters plunge us into unique and inspiring settings for the coming autumn-winter.

Gucci x Addidas pay tribute to Stanley Kubrick


In this colourful campaign, entitled "Exquisite", Alessandro Michele, creative director at Gucci, takes inspiration from director Stanley Kubrick by re-enacting his scenes in a retro,1990s-influenced universe, with the idea that the "past explodes into the present". Some of the scenes are taken from films such as the Shining or Clockwork Orange, just like the co-branded heeled shoes that fit perfectly into the setting of the latest film.
Each piece, chosen with care, fits just-so into the Italian creative director's reinterpretation of the iconic scenes: “True to my creative universe, I took these films, gave them a new meaning and populated them with my outfits. Attempting to create brief journeys where the Adidas dress, which had already lost its sporty style to become a Victorian costume, appears as a new character in the Barry Lyndon scenario," said Michele in a statement.

Balenciaga: The most expensive trash bag in the world

Sac Trash Pouch - Balenciaga

Under the aegis of its creative director, Demna Gvasalia, Balenciaga presented its Winter 2022 campaign, captured through the lens of Berliner photographer Daniel Roché.

The unexpected accessory of the season? The Trash Pouch, worn by rapper Big Matthew at the seaside and sold for 1,400 euros. This new model resembles a garbage bag, and comes in black, white or blue.

Kim Kardashian - Balenciaga

To showcase its ready-to-wear collection, the brand picked an eclectic cast of models, such as Euphoria actress Alexa Demi, rapper Big Matthew, volleyball player Yeon-koung Kim and reality TV star Kim Kardashian.

The different themes of the campaign give the impression that the models have been photographed all over the world, with Kim Kardashian posing in front of a snowy forest, wearing a navy blue and yellow dress and opaque sunglasses.

Burberry: Cowboys hit the pavement



Burberry has unveiled its Autumn/Winter 2022 collection in partnership with The Compton Cowboys, a Los Angeles-based charity supporting young people who are at risk of dropping out of school; incarceration; or poverty.

The campaign was shot with a western theme by photographers Inez & Vinoodh.
Models strut along a Californian street. Several cowboys on horseback escort a car. On the roof, a model proudly shows off her fur dress. The scene is intriguing, the gaze of the models challenging the viewer, and the contrasting materials creating a harmonious landscape, all playing to shrill electronic music by Felicita.

Sunshine: Jiyong Kim's essential ingredient

Jiyong Kim

Photographed by Alexandre Gaudin, the latest campaign by South Korean designer Jiyong Kim focuses on bright, sun-bleached pieces. A sophisticated wardrobe that draws its inspiration from the rocky and sandy environments of France. 
The collection, made from deadstock material, features asymmetrical patterns, layering and pleating, enhanced by natural sunlight.
Conscientious, the designer selects fabrics that have been exposed to natural elements such as rain, wind or sun to work the colour shading. In this way, Jiyong Kim renounces the use of large quantities of water and harmful chemicals. He hopes to shed light on the wastefulness of the textile industry through this creative process.

Etro: Slick rides and scorched hides


For its new collection, the latest Etro campaign, directed by Henrik Purienne, immerses us in a landscape that is both desert and poetic. Aboard a Corvette are two models, Mica Arganaraz and Sam Mallos, far from the city, in worlds where mankind has no authority and nature has a wild power. A casual dress code, in a brown colour palette, which matches perfectly with the arid environment.
The campaign offers a journey in time, but also out of time, in contact with the elements, which defines Etro's wandering spirit. It should be noted that the Italian brand welcomed a new creative director at the head of its studio, Marco De Vincenzo, last May.

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